The Drum Awards for Marketing - Extended Deadline

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Client: Nike
Date: Jun 2018
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Nike is challenging Chinese parents' overprotective attitudes towards children playing sports in a bold new campaign.

The Don’t Call Me Precious campaign features children highlighting the concerns of Chinese parents while showcasing their grit and determination to compete.

The campaign stars some of China’s young sporting stars, including a runner, boxer, footballer and basketballer, all aged between 10 and 13-years-old, as they urge adults to let them play by their own rules.

Credits

Client - Nike China

Executive Creative Director: Terence Leong

Associate Creative Directors: Cook Xu, Timothy Cheng (Freelance), Ashley Chin

Copywriters: Cook Xu, Jam Li

Visual Designers: Yimeng Bai, Martha Ma, Kaori Li

Account Director: Richard Zhou

Account Manager: Lexi Wang

Producers: Barry Peng, Kris Wang, Ann Yao

Content Producer: Hon Foong

Senior Technology Director: Laurent Thevenet

Software Engineer : Dragon Chiang

Experience Designer: Xingpei Wang

Senior Strategist : Scarlett Li

Production Company: Playfull Production, Shanghai

Film Director: Ben Brand

Executive Producer: Wolfie Wong

Editor: Xavier Perkins

Director of Photography: Paul Ozgur

First AD: Jiji Hu

Producers: Steven Chung / Manley Hua

Art Director - Matz Leung

Stylist - Julian Mei

Composer - Chris Zhou (Fantasy Music)

Post Production House – Fin Shanghai

Post Producer - Billy Becket

Colorist - Nick Barton

Online Editors - Ted Tsui / Michael Fu / Ran Xiao Xu / Camille Shen